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Assessing the Efficiency of Marketing Communication Tools Used by Tanzanian Handcrafts for Enhancing Export Performance.

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dc.creator Tambwe, Mariam Ally
dc.date 2019-04-17T10:52:14Z
dc.date 2019-04-17T10:52:14Z
dc.date 2017-05
dc.date.accessioned 2021-05-05T12:35:26Z
dc.date.available 2021-05-05T12:35:26Z
dc.identifier Mariam A. Tambwe (2017), Paper Title: Assessing the Efficiency of Marketing Communication Tools Used by Tanzania Handcrafts for Enhancing Export Performance. Business Education Journal (BEJ), Volume I, Issue III,
dc.identifier http://dspace.cbe.ac.tz:8080/xmlui/handle/123456789/165
dc.identifier.uri http://hdl.handle.net/123456789/73679
dc.description Tanzania has a wide range of high quality crafts that if properly marketed could do well in the global market. Handcrafts have been using various communication tools to promote their products. It has been noted that these firms have not progressed fast enough in export markets because of inefficient use of marketing communication tools. The main objective of the study was to assess the efficiency of marketing communication tools used by Tanzanian Handcrafts in enhancing export performance. The study approach was a combination of exploratory and descriptive in nature. A sample of 50 Handcrafters was used in the study. The findings of the study show that 16% of the Tanzanian Handcrafts, whose marketing communication was highly efficient had gross sales amounting between 5,000,000 and 10,000,000 USD per year as opposed to those with low efficiency level who earn less than 500,000 USD per year. Also the chi-square test reveals that there is an insignificant relationship between the marketing communication tools used and their efficiency for enhancing Handcrafts’ export performance. Tanzanian Handcrafts are recommended to invest in marketing communications and evaluate the efficiency of the marketing communication programs used in order to enhance their export performance. If Tanzanian Handcrafts want to excel in exporting, they should have a well-prepared (export) marketing plan with Integrated Marketing Communications strategies.
dc.format application/pdf
dc.language en
dc.publisher College Business Education (CBE)
dc.relation Volume I;Issue No: 3
dc.subject Marketing Communication Tools, Handicrafts, Marketing Communication Efficiency, Export Performance
dc.title Assessing the Efficiency of Marketing Communication Tools Used by Tanzanian Handcrafts for Enhancing Export Performance.
dc.type Article


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